Working closely with the Red Savannah team, we prioritised destinations based on accommodation availability; taking research-to-booking habits for both UK and US vacationers into consideration. Seasonality plays a huge part in the decision making process and we made sure budget was weighted in favour of higher search volume times of the year in order to maximise conversion rates.
A complex and expensive purchase, like a once-in-a-lifetime holiday, requires extra website visits and a more hands-on approach to securing bookings meant that click-to-call ad extensions were a vital addition to the campaign.
The bespoke and luxury USPs of the brand naturally attracted a number of website visitors looking for inspiration, even if the holidays were out of the searcher’s price range. To clarify Red Savannah’s premium offering in a busy marketplace crowded with low-price travel brands promoting the best deals, offers and price comparisons, we adapted ad copy to appeal to a less price-conscious traveller looking for a carefully crafted experience.